A recent survey conducted by Deloitte sheds light on public sentiment regarding the role of generative artificial intelligence (AI) in the entertainment industry. With 70% of U.S. consumers expressing a preference for content created by humans over generative AI, concerns regarding the potential disruption caused by AI technology persist within Hollywood.
Public perception: Human vs. generative AI content
According to the Deloitte survey, 22% of respondents believe that content produced by generative AI could surpass human-created content in terms of interest and entertainment value. This sentiment was particularly prominent among younger demographics, with 30% of millennials and 25% of Gen Z consumers endorsing the idea. Overall, 42% of respondents acknowledged the potential of both human and AI-generated content to entertain audiences.
The survey results indicate that generational cohorts are diverging in their engagement with AI tools. While 18% of Gen Z and millennials have utilized generative AI for image creation and 25% for text generation, older generations lag in adopting these technologies. This trend underscores the increasing integration of AI tools into content creation processes, particularly among younger demographics.
The entertainment industry is grappling with the transformative influence of generative AI technology. Notably, entrepreneur and filmmaker Tyler Perry halted an $800 million studio expansion in response to the emergence of OpenAI’s text-to-video tool, Sora. Concerns regarding the indistinguishability of AI-generated content from human-created content have been exacerbated by a recent HarrisX poll, revealing that most U.S. adults struggled to differentiate between AI and human-generated videos.
Addressing concerns: Industry response and regulation
In response to the growing presence of AI in content creation, Hollywood unions have negotiated agreements aimed at safeguarding the interests of writers and performers. The Writers Guild of America (WGA) has implemented measures to regulate the use of generative AI in the creative process, including provisions granting the union authority to challenge the utilization of writers’ work to train AI algorithms. Similarly, the Screen Actors Guild‐American Federation of Television and Radio Artists (SAG-AFTRA) has addressed AI integration concerns, although some demands remain unmet.
At the Variety Entertainment Summit during CES 2024, industry experts deliberated on the ethical implications of AI-driven advancements in entertainment. Hanno Basse, Chief Technology Officer of Digital Domain, expressed apprehension regarding developing AI-generated human replicas indistinguishable from real individuals. As AI technology progresses, the responsibility to employ it ethically and responsibly becomes paramount, requiring collective action from stakeholders across the entertainment industry.
In conclusion, the Deloitte survey underscores the nuanced attitudes towards generative AI within the entertainment landscape. While concerns regarding job displacement and creative autonomy persist, AI’s potential to enhance content creation processes is recognized. As the industry navigates the evolving landscape of AI integration, collaboration and regulation will ensure equitable and ethical utilization of this transformative technology.
